Introduction
Many companies invest heavily in strategies, processes, and technologies, believing these elements alone ensure success. However, visionary leaders and organizational behavior experts have shown that the true competitive advantage lies in people — and in the culture they build together.
Simon Sinek, author of the best-seller Start With Why, powerfully summarizes this idea by saying: “100% of customers are people. 100% of employees are people. If you don’t understand people, you don’t understand business.” This statement is not only provocative — it points to a structural truth. Business is done by, for, and with people.
In this article, I explore the main pillars of Sinek’s thinking and how empathetic leadership, a clear sense of purpose, and a healthy organizational culture are the foundation of more human, innovative, and resilient companies. I also highlight other thought leaders who share this vision and present research and evidence that reinforce one central idea: understanding people means understanding business.
Simon Sinek
The quote “100% of customers are people. 100% of employees are people. If you don’t understand people, you don’t understand business” is attributed to Simon Sinek, a British-American author and speaker known for his books and ideas on leadership and purpose — especially the concept of Start With Why.
This quote sums up his philosophy that business is fundamentally human, and that leadership, sales, and innovation depend on deeply understanding the people involved.
Sinek often talks about human relationships in business, and this quote is just the tip of the iceberg. Here are a few ideas he often emphasizes:
1. Business is human
He reinforces that companies are not made of products or numbers, but of people. Both customers and employees have emotions, motivations, insecurities, and aspirations. Therefore, understanding human behavior is essential to lead, sell, innovate, and build strong brands.
“People don’t buy what you do, they buy why you do it.”
2. Trust and safety in the workplace
Sinek often discusses empathy-based leadership, which creates a “circle of safety.” For him, effective leaders protect and inspire their teams — boosting engagement, collaboration, and innovation.
“Leaders are the ones who are willing to sacrifice whatever is necessary for the good of others.”
3. Motivation and purpose
In his book Start With Why, he shows that successful companies and leaders begin with a clear purpose. This emotionally connects people inside and outside the organization.
“Loyal customers are not just those who return — they are the ones who are proud to associate with you.”
4. Organizational culture as a competitive advantage
Sinek argues that culture is the real engine of a company, more than strategy. And culture is shaped by people and the values they share.
“Culture is a byproduct of how leaders lead.”
This view is reinforced by a quote widely attributed to Peter Drucker:
“Culture eats strategy for breakfast.”
The idea behind this quote is clear: even the best strategy is useless if the organizational culture is not ready to support it. Culture determines what really happens day to day — how people behave, communicate, innovate (or resist innovation), and make decisions. A strategy only works if the culture allows it.
Other Thinkers Who Share the Same Vision
There’s a strong group of thought leaders, like Simon Sinek, who highlight the importance of people in business and reflect on leadership, culture, and purpose. Here’s a selection of names and their core ideas:
1. Brené Brown – Vulnerability and courage in leadership
She argues that vulnerability is a strength and that authentic leaders build real connections with their teams. She believes that trust, empathy, and courage are essential leadership skills today.
“Leadership is about empowering people to work better with themselves and with others.”
2. Patrick Lencioni – Trust as the foundation of teams
Author of The Five Dysfunctions of a Team, Lencioni emphasizes that trust is the foundation of high-performing teams. He highlights that culture and organizational clarity matter more than brilliant strategies.
“It’s not strategy that determines success — it’s culture.”
3. Daniel Goleman – Emotional intelligence as a leadership competency
The creator of the Emotional Intelligence (EQ) concept shows that a leader’s success depends more on their people skills than on technical IQ. Empathy, self-awareness, and emotional regulation are pillars of effective leadership.
“Emotional intelligence may matter more than IQ.”
4. Tony Hsieh – Happiness as a business strategy
The late CEO of Zappos built a culture obsessed with customer and employee happiness. He bet that treating people well internally would reflect directly in customer experience.
“Businesses exist to deliver happiness, not just profits.”
5. Gary Vaynerchuk (Gary Vee) – Empathy + culture + leadership in practice
Entrepreneur and influencer, Gary Vee advocates leading with empathy and truly listening as what sets lasting companies apart. He speaks plainly about how people are a business’s most important asset.
“The only thing keeping your business alive is people — customers and team.”
6. Satya Nadella – Empathy-led business transformation
As Microsoft’s CEO, he transformed the company’s culture by focusing on empathy and continuous learning. He replaced the “know-it-all” culture with a “learn-it-all” mindset.
“Empathy is the foundation of innovation.”
When the Numbers Confirm the Intangible: Why People Matter
Several studies and research support the core ideas of this article — particularly the importance of organizational culture, empathetic leadership, clear purpose, and emotional intelligence in business outcomes.
1. Deloitte – Global Human Capital Trends
Deloitte’s annual survey shows that 94% of executives and HR leaders believe a strong organizational culture is critical to business success. Companies with a well-defined culture show greater engagement, retention, and performance.
2. Jim Collins – Good to Great
In this classic, Collins shows that companies achieving sustained excellence had a disciplined culture, humble leadership, and a clear purpose. More than bold strategies, it was organizational behaviors and collective mindset that drove long-term success.
3. Daniel Goleman – Emotional Intelligence at Work
Through various studies, Goleman demonstrates that leaders with high emotional intelligence are more effective, especially in complex and collaborative environments. Organizations that develop EQ in their leadership see increased performance, better organizational climate, and improved talent retention.
4. PwC – The Role of Purpose in Business Transformation
According to PwC, 79% of business leaders believe purpose is central to business success. Purpose-driven companies perform better financially, reputationally, and in terms of engagement.
5. Harvard Business Review – The Culture Factor
This HBR article shows how organizational culture directly impacts strategic execution. Organizations with strong cultures aligned with purpose and vision are more agile and more effective in implementing strategic change.
Conclusion
In a constantly evolving world, where technologies advance rapidly and strategies need to be frequently rethought, the human factor remains the most decisive element for the success of any organization. As Simon Sinek and many others have shown, putting people at the center — with empathy, purpose, and strong culture — is not just an ethical choice but a smart and sustainable strategy.
Companies that understand people build trust, inspire loyalty, innovate more quickly, and grow more consistently. They don’t just adapt to the future — they help shape it.
So before redesigning plans and goals, it’s worth asking a fundamental question: Is our culture ready to support the strategy we want?
Because, as Peter Drucker said, culture sits at the table first — and it’s hungry.